Your customer has a problem and a reason to act.
The truth is they don’t necessarily have to choose you. They may already be using another product, service, workaround, or simply doing nothing.
What is this toolkit about?
The Competitive Alternatives Map helps you understand what your customer is choosing instead of your offer.
You’ll identify:
- Direct competitors
- Other solutions
- DIY approaches
- Existing habits or workarounds
- The option of doing nothing
- What customers like and dislike about each alternative
The goal isn’t just to study competitors. It’s to understand what you’re really competing against for the customer’s decision.
What problem does it solve?
Experts often think: “My competitors are other businesses like mine.”
Its not always so. Your customer may choose to: Hire someone else or do it themselves or use a cheaper alternative or keep doing what they’re doing or do nothing
All of these can compete with your offer.
When should I use it?
Use this toolkit when you understand your customer and their buying situation, but need to understand what they are currently doing instead of choosing your solution
What will I have when I'm done with the toolkit?
A Competitive Alternatives Map showing:
- Alternative solutions
- Why customers choose them
- Their strengths and weaknesses
- Gaps or frustrations
- Opportunities for your offer
How to use it
1. Identify the Alternatives
What could the customer choose instead?
2. Understand Why They Choose Them
What makes each alternative attractive?
3. Find the Gaps
What isn’t working well?
4. Spot Your Opportunity
Where could your offer create a better outcome?
Don’t assume your competitor is another company. The real competitor may be the customer’s current behaviour.
Evunn Action Points (Recommended)
The Toolkit
Competitive Alternatives Map Notion Template
Use the template to understand the alternatives your customer is comparing against your offer.
Open the Competitive Alternatives Map Toolkit below
Your Completed Output after using the Toolkit
Save your:
- Competitive Alternatives Map
What customers can choose instead. - Alternative Insights
Why they choose those options. - Opportunity Gaps
Where your offer can create meaningful value.
What’s Next? Define Your Position
You now know who you’re serving, what situation they’re in and what alternatives they’re considering.
Next, you’ll decide:
“How should my offer be positioned so the right customer sees why it is worth choosing?”